B2B Lead Generation in Japan for Tech & SaaS
Japanese publishers, search and account-based ads, with leads delivered to your CRM in English.
We run B2B lead generation in Japan for overseas tech and SaaS companies. We place your white papers and webinars with Japanese B2B media such as ITmedia, Nikkei and MyNavi, run search and account-based ads in Japanese, and deliver every lead to your CRM in English. In our content syndication programs with Japanese publishers from 2022 to 2026, leads cost USD 55 to 200 each. Reports go to HQ in English every week.
Our Tokyo team replies within 1 business day.
How Japanese B2B buyers find vendors
Japanese buyers read before they talk to sales. In a 2021 survey by Greez Inc., a Japanese content marketing firm, 66.4% of respondents used corporate websites to gather information before a purchase, and 65.2% downloaded materials to compare options.
So the first contact with a Japanese buyer is usually a download: a white paper, a case study or a price sheet, on a site the buyer already trusts. Cold email and LinkedIn messages from an overseas sales team get few replies. Japanese B2B media have large registered readerships with company, department and job level, which is why we start most programs there.
For the full list of methods used in Japan, from SEO to trade shows, see our guide to B2B lead generation methods in Japan.
Channels we use
Each program uses the few channels that fit your buyers and budget.
Japanese B2B publishers (content syndication)
ITmedia, Nikkei, MyNavi, TechTarget Japan and SB+IT host your white paper or webinar and send you the readers who download it, with name, company, department and title. You choose the industry, company size and job level. See Publisher Content Syndication.
Search
Google and Bing in Japanese. Japanese IT buyers mix English product terms with Japanese words, so we build the keyword lists from both and write landing pages that answer the search.
Account-based display and retargeting
Ads shown to the companies on your target account list, matched by IP address, and retargeting for visitors who did not convert. For a global enterprise tech company in the first half of 2026, 77 to 96% of the target companies we matched saw the ads, and 10.7 to 25.3% of them clicked.
Business social
LinkedIn reaches fewer people in Japan than in the US or Europe, so we use it for narrow role targeting and add Meta, LINE and Eight, a Japanese business card app, where they reach your buyers.
Events and webinars
We find the right expos and seminars, work with organizers in Japanese, join on site when needed, and follow up with contacts in Japanese after the event.
What you get
Buyer research
Japanese assets
Campaign plan
Leads in your CRM
Follow-up in Japanese
Reports
What it costs
Publisher leads are priced per lead by each publisher. ITmedia's list prices run from about JPY 4,000 to 26,000 per lead, depending on how narrow the targeting is (ITmedia Lead Generation Service Guide, October 2025). Ad spend on search and display is billed at cost. Our management fee is quoted with the plan, based on the channels and volume. For media prices across Japanese publishers, see Japan B2B Media Costs. Prices exclude applicable taxes.
You can start with a pilot of one or two publishers and one search campaign, and see lead quality before you add channels.
Results from past programs
Averages across our past lead generation clients in Japan. These programs combined Japanese publishers, search, account-based display and social campaigns, with leads converted to English and loaded into the client's CRM.
Over 80%
Target accounts reached
USD 105
Average cost per lead
358% ROI
On the pipeline from these leads
How a program runs
Research
We interview buyers, research keywords and map the media your buyers read.
Japanese assets
We write the white paper, landing page and ads in Japanese, with the consent text Japanese forms need.
Launch
Publishers, search and display start together on the same plan.
Lead delivery
Leads are converted to English, loaded into your CRM and routed to the right owner.
Weekly optimization
Every week we move budget by cost per lead and by what your sales team says about lead quality.
When lead generation is not the right first step
If you have no Japanese white paper, case study or landing page yet, start there. Publisher readers download Japanese content, and an English PDF gets far fewer downloads. If your sales team cannot call Japanese leads within a few days, plan who will follow up before you buy leads, or put them into nurturing emails in Japanese first.
FAQ
How much does a B2B lead cost in Japan?
In our programs with Japanese publishers from 2022 to 2026, USD 55 to 200 per lead. List prices at ITmedia run from about JPY 4,000 to 26,000 per lead, and narrow targeting such as large companies or senior roles costs more.
Will we receive the leads in English?
Yes. We convert Japanese names, companies, departments and job titles into your CRM fields and naming rules.
Which Japanese publishers do you work with?
Mainly ITmedia, Nikkei, MyNavi, TechTarget Japan and SB+IT. We choose them by where your buyers read.
Can we start small?
Yes. A pilot can be one or two publishers and one search campaign.
Do you only do lead generation?
No. We also do Japanese landing pages and materials, PR, events and LINE Ads. See our services.
Updated November 2026.
Would you like to start a project with us?
Tell us about your product, target accounts and timeline. We will suggest a pilot and a plan.
Our Tokyo team replies within 1 business day.